Radio remains a hugely important medium for media organizations across Africa, with up to 80% of the population in some countries relying on it for information. Its reach, affordability and accessibility mean it remains an important force for informing national, regional and local communities on important issues ranging from health to elections.
But challenges persist, including the spread of disinformation, lack of funding and challenging business models. At the same time, podcasting is growing as an alternative, or supplementary, audio medium, providing an opportunity for radio outlets to diversify their content, reach new audiences and engage differently with listeners.
To celebrate World Radio Day on 13 February, we talked to some of the radio organizations we work with to discuss the state of radio and podcasting in Africa today.
An enduring medium
Radio has proven to be a highly important medium for media in Africa time and again, and though predictions of its demise are never far away, it has remained extraordinarily resilient with many asserting that it’s stronger now than ever.
It’s not uncommon for radio stations on the continent to have audiences that dwarf their online and hard copy rivals. For example, Ukhozi FM, based in Durban, South Africa, has about 8 million listeners, roughly 13% of the population and many multiples bigger than the largest daily newspaper. Many radio outlets with a smaller reach have also had a significant impact at a community level. Michael Rahfaldt from Radio Workshop, an outlet that is part of MDIF’s South Africa Media Innovation Program, highlighted the work of Radio Mwana in Mbandaka, Democratic Republic of Congo, the only station in the country that focuses on youth issues. Radio Mwana has a team of young reporters who take to the streets to find out what young people are thinking and feeling and put them on the airwaves to make sure their voices are heard. Situated at the centre of numerous Ebola outbreaks, the station has played a critical role in making listeners aware of how to take care of themselves and others in times of emergencies.
Thanks to its cheapness and mobility, and a low literacy rate in many parts of Africa, radio is the most consumed medium on the continent, giving many poor and rural people with little or no access to print media or television an accessible source of information and entertainment.
With internet access improving but still very much a work in progress, radio’s primacy seems unlikely to change in the near future. However, the growth of digital means that, as in other parts of the world, podcasting is growing quickly. Roland Perold, co-founder of Volume, explains that podcasting offers the convenience of on-demand content and the ability to explore a diverse range of topics in depth. The low cost of production and distribution make it a cost-effective option for media companies looking to reach new audiences, particularly when allied with the continuing expansion of mobile.
The power of audio
Many of the media organizations MDIF works with in Africa are using radio to make real world impact on their communities and societies. As part of their podcast, the Radio Workshop released a short series called I Will Not Grow Old Here. The story starts with a number: 70%. That’s how many young people in South Africa are unemployed, explains Radio Workshop’s Rahfaldt. In the three-part series, 23-year-old Mary-Ann Nobele brings listeners into her life and shows us why she promised herself not grow old here. In addition to getting a great deal of news coverage and a positive response from listeners, the podcast was broadcast on ten community radio stations across South Africa and was used to spark a discussion on the challenges facing youth in the local community.
Wazema Radio in Ethiopia ran an investigative report into major corruption in urban housing in 2019/20.They revealed that the Addis Ababa city administration diverted 23,000 housing units to political and ethnic loyalists, housing units that were built for low-income residents of the city. The administration initially denied the claim, but after two months of public pressure the mayor was removed. Although the new mayor admitted the wrongdoing, the struggle continues to secure compensation for the victims.
In South Africa, Volume produced “Power of the Streets”, an eight-part podcast series that focuses on the achievements and personal stories of young people driving Africa’s human rights movement. As Perold explains, podcasting provides a platform for prominent and up-and-coming activists and influencers to share their personal narratives of resistance and their journeys as changemakers. The podcast reached a wide audience, but the true impact lies in the stories shared in each episode. From Toufah’s story in Episode 4, where she stood up against the former president of Gambia for sexual assault, to Thomars’ story in Episode 8, which highlights the struggles faced by African migrants and the LGBT community, the podcast showcases a variety of voices and experiences. These stories resonate beyond borders and present a unified message of protecting and promoting human rights.
In Nigeria, Lavun Community Radio runs a program called Gominati nya yina n (Government of the day). It’s a live radio show where top government officials and political office holders are invited to enlighten people on the policies of government. Mustapha Ahmed of Lavun Community Radio explains that the program gives listeners the opportunity to interact directly with the people in power. Its aim is to hold them accountable for their actions and policies.
Funding remains a challenge
Despite the popularity and importance of radio across the continent, many radio outlets still face numerous challenges. A key issue for many smaller community radio stations is funding. Many struggle to raise money or earn income from advertising. As an alternative, many invest in potentially more profitable mediums like TV and social media. Argaw Ashine from Radio Wazema cited the disruptive influence of the spread of mis- and disinformation on social media for political, religious or commercial reasons as undermining the positive impact of radio. He complained about the continuous discussion of provocative topics generated by powerful forces instead of discussing important local issues like water shortages, women’s reproductive health and agriculture.
Roland Perold explains that monetizing podcasts and radio is a significant barrier to the growth of both mediums. Radio outlets and podcast producers both face the challenges of limited advertising, difficulties in reaching a large monetizable audience and a lack of clear revenue models. This means that it can be difficult for them to generate enough income to cover the costs of producing high-quality content and paying for necessary equipment and infrastructure. It’s also an uphill task for podcasters to reach a large enough audience to attract advertisers and generate revenue through sponsorships or subscriptions. The lack of clear revenue models in the African podcasting industry also makes it difficult for content producers to determine the most effective way to monetise their content.
Towards a viable future
Undeniably, radio will continue to be a valuable source of information for Africans, and it will remain an indispensable part of the social landscape. Audio also has a major role to play in empowering poor and marginalized groups and increasing community participation in sustainable development. To fulfil its potential for positive impact, capacity building and empowerment of journalists will need to increase, as well as improved welfare and funding for radio outlets and podcasts.
Podcasting will surely keep growing in popularity and play a more significant role in the African audio industry as access to the internet improves. It can provide a flexible and intimate form of media consumption, offering audiences new opportunities to engage with content that is tailored to their interests.
While the health of radio may be uncertain in some parts of the world, it remains very much alive and kicking in Africa. And with podcasting now being embraced by many radio outlets, the future of audio in Africa is bright.